[雙語(yǔ)翻譯]客戶(hù)關(guān)系管理外文翻譯--馬來(lái)西亞零售商的客戶(hù)關(guān)系管理策略實(shí)踐（英文）

1、 Procedia - Social and Behavioral Sciences 130 ( 2014 ) 354 – 361 Available online at www.sciencedirect.com1877-0428 © 2014 The Authors. Published by Elsevier Ltd. Open access under CC BY-NC-ND license. Sele

2、ction and peer-review under responsibility of the Organizing Committee of INCOMaR 2013. doi: 10.1016/j.sbspro.2014.04.042 ScienceDirectINCOMaR 2013Customer Relationship Management (CRM) Strategies Practices inMalaysia R

3、etailers Mohd Azizul Sulaiman*, Mohd Amli Abdullah @ Baharum, Arifi RidzuanUniversiti Teknologi MARA Pahang, Bandar Tun Abdul Razak Jengka, 26400 Pahang, MALAYSIAAbstractThe retailer and customer relationship is favourab

4、le for organizations to flourish in any economic condition and for customers to receive quality products and services. Therefore, the right Customer Relationship Management Strategies practiced is able to create a str

5、ong relationship with customers and at the end of the day it will creates loyal customers. This will subsequently increase company’s profitability regardless of economic condition. This study was conducted to examine th

6、e CRM strategies practices among retailers. A total number of 420 questionnaires were distributed to four selected retail companies in Shah Alam and 304 (72%) questionnaires were returned and used for the analysis. Bas

7、ed on the findings, it was found that Operational Excellence is the most effective CRM Strategies that led to customer loyalty in retail industry in Shah Alam, Malaysia. Whereby, product leadership less used by the ret

8、ailer in CRM strategies. The researcher believes that the customer felt that they need to trust the company first before they can really commit and be loyal to the company. The findings of this study benefit the organi

9、zation in many ways such as by using this study as a guideline to conduct business to achieve organizational goals and at the end of the day, creating customer loyalty. However, future research should include other the

10、 retail companies in Selangor and other states in Malaysia.© 2014 The Authors. Published by Elsevier Ltd. Selection and peer-review under responsibility of the Organizing Committee of INCOMaR 2013.Keywords: Custome

11、r Relationship Management; Operational Excellence; Product Leadership; Customer Intimacy; Customer; Trust; Customer Satisfaction; Customer Loyalty* Corresponding author. Tel.: 09-4602441E-mail address: azizul_sulaiman@pa

12、hang.uitm.edu.my© 2014 The Authors. Published by Elsevier Ltd. Open access under CC BY-NC-ND license. Selection and peer-review under responsibility of the Organizing Committee of INCOMaR 2013.356 Mohd Azizul Sula

13、iman et al. / Procedia - Social and Behavioral Sciences 130 ( 2014 ) 354 – 361 1.2. Research ObjectivesThis study was to examine the CRM Strategy practice in retail companies in Shah Alam, Selangor, MALAYSIA. S

14、pecifically, this research was to examine which of the Customer Relationship Management Strategies has the most influence on customer loyalty. 1.3. Significance of the StudyThe competition in retailing industry has bec

15、ome major concern when the competitive advantage in the eyes of customers will give extra impact on their profit margin. Customers today have lots of option and choices in their spending habits. There are many retail

16、companies in Shah Alam that they can choose to spend. This is why the managers and business person in retailing industry in Shah Alam should be aware. In order to maximizing profits, they need to alert and aware the

17、spending habits and customers preference. Customers nowadays are looking forward to close relationship, discounts, vouchers, and willing to take part in the marketing and CRM Strategy conducted by businesses. The rese

18、archer believes that this research has contributed to improvement in developing the most effective CRM Strategy in order to get customer loyalty. This study may benefits institutions of higher learning and it can prov

19、ide feedback to the need of an organization. 1.4. Limitation of the StudyThis study has its own limitations. First limitation of the study was the area of population for the study. The study will be conducted on the c

20、ustomers of the selected retail companies in Shah Alam, Selangor Darul Ehsan. The second limitation of the study was the questionnaires as a tool for data gathering and collection. The validity and reliability of the d

21、ata was depending largely on the respondents’ honesty and truthfulness in answering the questionnaire. The result depends mainly on the respondent’s opinions and perceptions which were beyond the control of the resear

22、cher. 2. Literature Review2.1 Customer Relationship ManagementOsarenkhoe and Bennani (2007) stated that CRM was developed in order to secure and manage the relationship between businesses and customers. In Schierholz,

23、Kolbe, and Brenner (2007) study, CRM was defined as a complex set of interactive processes that aims to achieve an optimum balance between corporate investments and the fulfilling of customer needs in order to generate

24、 maximum profit. While, in Chen and Popovich (2003) study, (CRM) identified as a combination of people, processes and technology that seeks to understand a company’s customers by using integrated approach (information

25、technology and customer-centric process) to managing relationships by focusing on customer retention and relationship development. In the study also identified that companies that successfully implemented CRM will have

26、 the rewards in customer loyalty and long run profitability. Chen and Popovich (2003) also cited in their work that CRM business strategy leverages marketing, operations, sales, customer service, human resources, R&

27、;D and finance, as well as information technology and the Internet to maximize profitability of customer interactions. Through the above studies, all agrees that customer is the main focus in CRM and also, business nee

28、d to build capabilities and use resources to retain and develop a good relationship with customer. In Malaysia, awareness and acceptance of CRM solution is becoming more widespread. According to Lim (2008), Malaysia

29、moved out from agriculture and lean more towards customer centric business that focus on B2C business and is the nicer place for CRM solution to hold in Malaysian industry. Economy in Malaysia is growing and leads the

30、 retailers and businesses to explore more on how to gain more attention from customers and getting business profits. It is strongly believed that successful Malaysian companies will be those that continue to invest in